Sunderland AFC is delighted to announce that betting exchange brand BETDAQ is the club’s new principal partner.The agreement will see the BETDAQ name emblazoned across the Black Cats’ home and away shirts and BETDAQ will utilise the partnership to offer Sunderland fans engaging online content, special offers and exclusive behind-the-scenes access to their football club.Founded in 2000, BETDAQ is part of the GVC Group, along with other major brands, including Ladbrokes and Gala Coral. Since its launch, BETDAQ has become one of the largest online betting exchange companies in the UK and the largest betting exchange technology provider in the worldBETDAQ brings together sports traders from around the world and allows them to bet against one another, rather than using the odds set by a bookmaker. The punter-friendly betting exchange matches more than £75m-worth of bets per week and offers customers a simple, flat-rate 2% commission across all sports and markets.Sunderland AFC’s managing director, Tony Davison, said: “We are delighted to welcome BETDAQ to our Sunderland family. From day one, they have demonstrated a real enthusiasm and desire to work with the club. To partner with a company that understands our values and who we are is very important to us. “Our partnership will be cemented with the reveal of the new home and away kits next week and we very much look forward to working closely with BETDAQ over the coming months.”Tom Sloanes, commercial director at BETDAQ is a life-long Sunderland fan. Speaking about the new partnership, he said: “Opportunities to partner with a football club the size of Sunderland AFC rarely come along, so we had no hesitation to act when it became a possibility.“As a fan, I can see that there is so much positivity around the club at the moment and it’s great to be part of that. This partnership provides us with the perfect opportunity to further enhance our growing sports portfolio and we look forward to playing our part in what we all hope will be a great season for Sunderland AFC”.